If wine had a rebel heart, it might sound a lot like Rae Wilson.

She didn’t grow up among vineyard rows or inherit a family cellar. She didn’t train in Napa or Burgundy. She came up through restaurants. Through curiosity. Through obsession. And from that unconventional start, she’s helping build a wine culture that’s radically inclusive, uniquely Texan, and deeply personal.

Rae Wilson is the winemaker and founder of Wine for the People, a multifaceted wine company reshaping what Texas wine can be, and who it’s for. Her wines are united by a focus on accessibility, quality, and authenticity.

But her work is about more than wine.

It’s about who gets to make it. Who gets to drink it. And what it means to build something new, from the ground up, in a field still dominated by tradition and gatekeeping.

“Wine doesn’t have to be intimidating,” Rae says. “You can drink it, love it, and not have a PhD in soil science; or you can geek out over subsoils. There’s no wrong way in.”

A Self-Made Journey

Rae entered the wine world sideways. A musician-turned-server, she fell in love with wine during long nights on the floor of a busy Austin restaurant. What started as casual interest became something more intense; a fascination with how wine connected culture, geography, science, and storytelling.

“I didn’t grow up around wine,” she says. “I was introduced to it while working in restaurants. From there, it was a slow burn that became an obsession.”

She threw herself into study, overhauled chaotic wine programs, and turned them into hands-on labs for learning and experimentation. No mentors. No safety nets. Just grit. It wasn’t glamorous. It was foundational.

The Long Road to First Crush

In 2014, Rae made her first wine: 50 cases of rosé. Small beginnings, but a huge shift—not just for her, but for what Texas wine could be.

“It wasn’t about having a master plan. It was about taking the next step that kept me on this path,” she says.

A second label followed. Then a third. Each distinct, but connected by one thing: integrity: of fruit, of process, of purpose.

Three Brands, One Vision

Her original project, Dandy Rosé, was followed by La Valentía, a boutique, club-driven line of single-vineyard bottlings. Now, she’s launching a new line under the name that’s always fueled her mission: Wine for the People.

“That’s always been the name of the business, but now it’s going to be a bottle people can pick up at Whole Foods,” Rae says. “It’s about accessibility without sacrificing quality.”

Not dumbed-down, but rather, democratized. Her wines aren’t made to chase trends. They’re made to speak place, vintage and story.

“I’m not forcing a wine into a mold I prefer,” she explains. “I’m trying to understand what the fruit wants to become.”

Texas as a Canvas

Wilson sources grapes from growers across the High Plains and Hill Country, collaborating closely with farmers and constantly experimenting. She doesn’t own her own vineyard (yet), a strategic choice that gives her flexibility and lets her focus on elevating the raw materials Texas has to offer.

“Texas is huge, bigger than France,” she says. “We’re still discovering what works here, and that makes it exciting.”

Her wines often highlight lesser-known varieties like Picpoul, Mourvèdre, and Dolcetto. She’s not trying to replicate Europe. She’s trying to make wines that speak to this place, this climate, and this moment.

Redefining Access and Representation

As a queer woman in an industry that still struggles with diversity and inclusion, Rae has often found herself outside the traditional wine narrative. Instead of waiting for a seat at the table, she built her own.

“Visibility matters,” she says. “Wine should feel like a community, not a club.”

Her workspaces and tastings reflect that ethos: welcoming, non-hierarchical, and focused on connection rather than performance. She’s become a mentor and example to others who might not see themselves reflected in mainstream wine media or industry circles.

“There’s power in seeing someone who looks like you, sounds like you, making wine on their own terms,” Rae says. “It opens the door.”

Wine with a Purpose

Beyond just making wine, Rae has tied her brand to something larger. Her Ethereal Sauvignon Blanc Reserve supports rotating charitable causes, with proceeds benefiting organizations aligned with justice, equity, and inclusion.

“Wine is political, whether we talk about it or not,” she says. “It reflects land, labor, access and who gets to tell the story. That matters.”

Looking Ahead

With national press, multiple successful labels, and a growing community around her, Rae Wilson still speaks like someone mid-journey. Her compass isn’t defined by accolades or scores. It’s driven by curiosity, craft, and community.

“Success for me is staying true to the work,” she says. “It’s about building something that lasts, not just a business, but a culture.”

Texas wine may still be coming into its own, but with Rae Wilson guiding the way, it’s finding a voice that’s clear, inclusive, and deeply rooted. Not loud for the sake of volume, but intentional, expressive, and impossible to ignore.

For more on Rae Wilson and Wine for the People, visit wineforthepeople.com.

To listen to our full interview: https://open.spotify.com/episode/3VvbO4BCP6gHgLGNKU1oEz?si=KOVhlGb7SKW5q3HuZhf4Jg

To watch the full interview: Coming Soon

Tasting notes:

La Valentía 2023 Sauvignon Blanc Dell Valley Vineyard

The Sauvignon Blanc vines come from the Dell Valley Vineyard in Hudspeth County and are technically outside the AVA. The grapes are picked early and fermented and aged in neutral French Oak. Along with Sauvignon Blanc, this wine has 20% Semillon in the blend.

Although expressing many of the elements that one expects from Sauvignon Blanc (nature of the acidity, grassiness, etc.), this example takes things a step further. The wine is dry, with a rounder mouthfeel that keeps the acidity more palate friendly, a nod to the Semillon addition. There are nuances of ripe orchard fruit (pear), citrus (lemon curd, lime pith), and an evident salty tang that enhances the refreshing quality.

2024 Dandy Rosé

The grapes for the rosé are mostly sourced from the Texas High Plains AVA, Moonlight Vineyard, Phillips Vineyard, and Uplift Vineyard. The high altitudes (between 3,000 and 4,000 ft.) help preserve that natural acidity of the grapes, translating to a very fresh and lively wine.

Although France’s Rhone Valley sees some influence here with the composition of 70% Mourvèdre and 30% Cinsault, the wine truly has its own personality. We experience crunchy red fruit (strawberry, cherry), a kiss of orchard fruit (peach skin), melon (watermelon rind) and an interesting citrus element (brined tangerine). The wine is dry on the palate and offers a structured and thirst-quenching acidity that beckons you to chill and porch-pound with blatent disregard.

2023 La Valentía Grenache Bounty Harvest Vineyard

The grapes for this wine hail from Bounty Harvest Vineyard (formerly Friesen Family Vineyard) in Gaines County, just south of the Texas High Plains AVA border. This varietal wine (100% Grenache), is unlike any other Grenache I’ve ever tasted.

Staying true to Grenache, it shows the classic red-berry fruit (raspberry, black cherry), but adds an elegant purple floral note and a Pinot Noir-esque earthy note. There are nuances of freshly harvested woody herbs, pencil shavings and a white pepper spice. The tannins make themselves known but are fine grained, sandy and ripe. Elegant, well structured and an absolute pleasure to drink.

2022 La Valentía Fire Oak Red Blend

The grapes for this blend come from the Fire Oak Vineyard in Mills County, grown on the slopes of San Saba peak. The wine consists of the southern France varieties, 75% Mourvèdre and 25% Carignan.

Many Mourvèdre based wines can be overt, bold, high alcohol and even “clunky” at times. This wine is none of those things. The nose is a burlesque show of aromatics. There are notes of black and red fruit (blackberry, mulberry, and boysenberry), an herbal/spice component that is reminiscent of cut sage along with a slightly menthol quality. The tannins have a fine-grained silty texture and the acidity wraps this package in freshness. This is a seductive expression of Mourvèdre.